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Loveworks: How the world's top marketers make emotional connections to win in the marketplace, by Brian Sheehan
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In 2004 Kevin Roberts wrote Lovemarks: the future beyond brands. It was admired by many as a breakthrough in marketing thinking but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers, and consumers.
While many companies were using the language of war in their marketing (target, penetrate, ambush), Roberts was using the language of love (mystery, sensuality, intimacy). He explained in simple terms what people are often loath to admit: we make decisions with our emotions over our reason. Lovemarks described the journey by which brands could move from consumer respect based on intellect, to consumer love based on emotion—and in return gain "loyalty beyond reason." In 2010 Advertising Age magazine named Lovemarks one of their "ideas of the decade," while noting that the roadmap for brands to achieve Lovemark status was still not entirely clear.
Loveworks: How the world's top marketers make emotional connections to win in the marketplace adds to the original Lovemarks by showcasing real-world business examples and outlining the roadmaps followed by several world-renowned brands to achieve Lovemark status: Procter & Gamble, Toyota, Visa, General Mills, Miller, T-Mobile, and Lenovo are just a few examples of businesses winning in the marketplace through the application of the Lovemarks theory, maintaining laser-like focus on making and sustaining emotional connections with consumers. Loveworks features 20 case stories from clients and markets worldwide in widely varying categories. "My book shows that Lovemarks thinking works—anywhere, anytime. All it takes is having the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass," says Brian Sheehan.
- Sales Rank: #488781 in Books
- Published on: 2013-06-18
- Released on: 2013-06-18
- Original language: English
- Number of items: 1
- Dimensions: 9.70" h x .86" w x 8.00" l, 1.90 pounds
- Binding: Hardcover
- 192 pages
Review
"In Loveworks Brian Sheehan passionately illustrates the value in building a circle-of-trust with the consumer. In the 2010s, the fundamentals of marketing remain the same: "Love thy consumer!" Loveworks makes this abundantly clear and informative to any marketing director. There is page after page of proof that investing in a deep emotional connection with your loyalist is rewarded in driving your brand's objectives."
-Gary Schwartz, author of "The Impulse Economy and Fast Shopper, Slow Store"
"In a world of data driven approaches to branding and marketing, it's refreshing to get back to the emotional connections that connect consumers with products and brands. Sheehan's book is a fabulous addendum to Kevin Roberts' work and a must read for anyone seeking to understand how companies can win in the marketplace through emotional rather than purely rational approaches"
-Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth, Graduate Business School, Hanover, New Hampshire USA
About the Author
Brian Sheehan is Associate Professor of Advertising at the S.I. Newhouse School of Public Communications, Syracuse University. Previously he was with global creative powerhouse Saatchi & Saatchi for 25 years, with CEO roles at Team One Advertising in Los Angeles and at Saatchi & Saatchi Australia and Japan. Loveworks follows Brian's books Basics: Online Marketing (2010) and Basics: Marketing Management (2011, both AVA, London). He has been published in Advertising Age, the Journal of Advertising Research, and in several peer-reviewed books and journals. In 2011 Brian was presented with the coveted Teaching Excellence Award by the Newhouse School's graduating class.
Most helpful customer reviews
5 of 6 people found the following review helpful.
If you ever watch commercials . . . you MUST read this book!
By Shane Skillen
I find the business world has been inundated with new books on how people make decisions, why they buy and how brands can scientifically create strategies that will lead to growth. Our book club at work has read 12 such books in the past year in our organizational quest to predict what people will do in certain situations. Although these works are highly useful and relevant as we think about developing new tools to predict the future, there has been something important missing in the books. Emotion! And more specifically LOVE!
Brian Sheehan, a very accomplished and effective practitioner and teacher of all things marketing, brings forth an important collection of stories about how winning advertising happens. About how Lovemarks, a term coined by Kevin Roberts as "the future beyond brands", capture human emotion to create real change and success for Saatchi and Saatchi clients. Brian is a master storyteller and gives the perfect amount of detail with each case study to ensure the reader understands the unique challenge, the Saatchi and Saatchi solution and the ever important business result. The brands featured are BIG and INTERESTING such as Nike, Toyota, P&G and Visa. There is also a story about two countries with centuries of conflict between them and how the right BIG idea can solve even that challenge.
I finished the book feeling educated, highly inspired and with a new found appreciation for the success winning advertising can achieve. I have been hearing more and more that BIG DATA could replace the need for a BIG idea. After reading this book there is no doubt BIG IDEAS and BIG EMOTION will continue to be required to drive meaningful brand growth and change in the world.
This book offers something for everyone. It is required reading if you work or dream to work in marketing or advertising. And importantly even if you don't have those dreams, you will get to pull back the curtain on how all those wonderful ads you have enjoyed over the years are actually born, nurtured and unleashed. You will likely be subjected to seeing thousands of hours of advertising for the rest of your life. Wouldn't you like to understand how it works so that you can actually enjoy these little stories that are designed to create change?
My one piece of advice when reading it is to ensure you have ready access to YouTube so that you can look up the actual commercials Brian mentions as you go.
0 of 0 people found the following review helpful.
Five Stars
By Amazon Customer
Great book on the lovemarks journey
0 of 1 people found the following review helpful.
super!! i just get it and is awesome
By Jesus B.
super !! i just get it and is awesome
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